Juicy Fruit

Reviving a Legacy Brand

Juicy Fruit asked us to come up with a digital idea that would embody their “indescribable sweetness.” To do this, we created Serenading Unicorn – a loveable mascot with a golden voice, who instantly became a sweet sensation.

At SerenadingUnicorn.com, users could pick a song, customize it with a friend’s name, then send the serenade via Facebook, Twitter or email.

Did the world become a sweeter place thanks to this singing unicorn with unbridled perm that rivals Michael Bolton’s flowing locks of yesteryear? We’d like to think it did.

After the sweet serenades of 2010, the fans couldn’t get enough of our indescribably sweet Serenading Unicorn. So the following year we decided to give them what they wanted, and more.

We took our singing stallion to the next level with three full-length music videos featuring three different surprise celebrity performers. Serenading Unicorn also tapped into messages fans were already sending on Facebook, and created specific Facebook Wallpost Serenades, like “I See You’re Single Again, “Please Take That Post Down,” “Thanks for Friending Me” and eleven others. We even created a special Thank You serenade for every fan that bought a pack of Juicy Fruit.